SWITCH YOUR ROUTINE by DDB Sao Paulo for Companhia Athletica (Cia)

SWITCH YOUR ROUTINE

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Industry Sports and Health Clubs, Gyms
Media Design & Branding
Market Brazil
Agency DDB Sao Paulo
Creative Director Julio Andery, Renata Florio, Sergio Valente, Moacyr Netto, Rodrigo Almeida
Art Director Murilo Melo, Renata El Dib
Copywriter Juliano Ribas | Gabriel Sotero
Account Supervisor Suzana Poli, Marcelo Macedo
Released March 2010

Credits & Description

Category: Posters
Advertiser: COMPANHIA ATHLETICA
Product/Service: GYM
Agency: DDB BRASIL
Date of First Appearance: Mar 19 2010 12:00AM
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Entry URL: http://www.switchyourroutine.com/
Creative Director: Sergio Valente (DDB Brasil)
Creative Director: Rodrigo Almeida (DDB Brasil)
Creative Director: Renata Florio (DDB Brasil)
Creative Director: Moacyr Netto (DDB Brasil)
Art Director: Murilo Melo (DDB Brasil)
Art Director: Renata El Dib (DDB Brasil)
Copywriter: Gabriel Sotero (DDB Brasil)
Account Supervisor: Suzana Poli/ Marcelo Macedo (DDB Brasil)
Media placement: Posters - Entrance of Companhia Athletica Gyms - 19/03/2010

Describe the challenges and key objectives
More and more, people are substituting healthy habits with hours and hours in front of the computer, TV, and video games. The biggest challenge was to convince sedentary people to incorporate the gym in their daily life. In order to do that, we decided to give food for thought: why not exchange a lazy routine for a healthy one?

Describe the brief from the client
To encourage exercising, attract new members to the gym and strengthen Companhia Athletica’s brand image.

Describe how you arrived at the final design
We created customised posters that were placed at the entrance of Companhia Athletica gyms. In the making of the posters we used real pieces from TV, video game, DVD player and computer that formed images of sports, such as boxing, running, yoga, weight lifting, etc. The piece’s concept conveyed the idea: Exchange your routine for ours. To strengthen the campaign we also created a hotsite containing the project’s making of, where it was possible to check every detail with videos, giffs, and photos. Users could download high-resolution posters and share them on social networks.

Give some indication of how successful the outcome was in the market
The whole action became frequent news in blogs, art sites, social networks and amongst the gym’s members. It also attracted prospects to visit the gym and get acquainted with its structure. The final result was great visibility to the brand.